VNU Journal of Social Sciences and Humanities, Vol. 29, No. 4 (2013) 55-64
High School Students as Media Consumers
(Cases in Urban Areas of Hanoi)
Hoàng Thị Thu Hà*
VNU University of Social Sciences and Humanities,
336 Nguyễn Trãi Road, Thanh Xuân Dist., Hanoi, Vietnam
Received 1 September 2013
Revised 15 November 2013; Accepted 15 December 2013
Abtracts: According to Vietnam Internet Network Information Center (Ministry of Information of
Communications), up to November of 2012, more than 1/3 population of Vietnam is using the
Internet (35.58%) [1]. Despite the fact that a majority of these people are of young age there have
been just a few behavioral studies on the way young audience receive and react to the media.
Recent development of the Internet in the world generally and in Vietnam particularly has created
a number of new platforms for this audience to get information and to interact with each other on
the cyber space. Thus, it is right time to put forward a question that is how are priorities of the
media among Vietnamese young persons in terms of collecting information and getting recreation?
Another question that should be brought about is how does young people interact with the media?
This study employed two methods in investigating the enquiries. They were survey and focus
group. Major findings included considerably high level of the Internet and television consumption
and considerably low level of radio and newspapers consumption among investigated young
audience. And both the survey and focus groups showed that the respondents had a habit of multitasking with different media simultaneously. By and large, high school students investigated had
pretty high level of media exposure.
Keyword: Mass media, communication, media consumers, audience, internet, broadcasting,
television, radio, newspapers, magazines, students, Hanoi.
1. Introduction*
2011. These two high schools were Việt Đức
high school, located in Hoan Kiem district and
Chu Văn An high school, located in Ba Đình
district. The two high schools were
conveniently selected instead of others because
the students of these schools were expected to
have media exposure at common level for such
an urban school in Hanoi. Then, there were
two research questions for this study to
answer: 1. How were priorities of the media
among students of Viet Duc and Chu Van An
high schools? 2. How did the students of the
This research aimed at investigating the
two above questions, about the priorities of the
media among Vietnamese young persons in
term of collecting information and getting
recreation, and about the interaction of these
persons with the media. This research limitedly
investigated cases of students at two high
schools in urban areas of Hanoi in the year of
_______
*
Tel: 84-915844759
Email: hoanghamt@gmail.com
55
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H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
two high schools interact with the media?
Results of this study would reveal patterns of
choice and interaction with the media among
urban high school students in Hanoi to some
degree. This would enhance the knowledge of
the young audience in urban areas of Vietnam.
2. Methods
In order to answer the research questions,
there were two methods employed within the
study. Firstly, a survey was conducted on a
convenient sample of 252 students of the two
high schools. The percentages of male and
female students of the sample were equal
(50%). The respondents ranged from 10th, 11th
to 12th grades. Most of the respondents were at
16 years old (51.2%) and 17 years old (34.9%).
The data from the survey was analyzed by
computer program SPSS (Statistical Package
for the Social Sciences). Based on quantitative
analysis from the survey, two focus groups
were conducted, in each of which 7 students
were recruited. The survey provided general
information about habits of the students as
media consumers while focus groups
suggested explanation for some noticeable
points withdrawn from survey results.
3. Literature review
Firstly, high school students belong to
young audience of the media. According to
John Hartley (2004), the term audience is used
to describe a large number of unidentifiable
people, usually united by their participation in
media use. Naming an audience usually also
involves homogenizing it (such as “young
audience”),
ascribing
to
it
certain
characteristics, needs, desires and concerns.
Audiences enable media organizations to sell
advertising or to fulfill their public and
statutory obligations. Then, it is important to
know the size, quality (demographic
composition) and characteristics of audiences
for this purpose [2].
There have been countless studies on
young audience so far in the world, especially
since the bloom of the Internet. The most
obvious distinction between this generation of
audience with the previous generation is the
fact that most of the young have grown up with
rocketing development of technologies in the
world. The development has brought about the
transformational Internet, which has made the
so-called “information era”.
From technological point of view, there
have been a number of terms coined to name
the young audience born in, or grown up in the
Internet era, including Millennials Generation
(Howe and Strauss, 1991), Net Generation or
Net Gen (Don Tapscott, 1999), Generation Y
(Oblinger and Oblinger, 2005) and Digital
Natives (Marc Prensky, 2001), each of which
indicates the researcher’s approach in
scrutinizing the young audience. While Howe
and Strauss focused on the intersection point of
two millennia when a new generation was
born, Oblinger and Oblinger centered the
continuance of the new generation to the
previous ones, Don Tapscott and Marc Prensky
focused on the impacts of digital era on the
young audience [3,4,5,6]. Looking back over
the last 20 years, it is relatively apparent that
among the most significant changes affecting
youth has been the rise of the computer, the
Internet and other digital technologies. This is
why Tapscott labeled the people who had
grown up during this period the Net
Generation, the first generation to be bathed in
bits. Tapscott also described the first American
generation since 1946 as “the TV Generation”,
which reminds us of one of the most noticeable
points by Marshall McLuhan. McLuhan
considered the first generation affected by
television in 1950s as the first “post literate”
generation of the world [7].
H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
A worldwide research by Tapscott and
colleagues in 2007 revealed that there were
surprisingly similarities among young persons
in 12 countries under the investigation [8]. For
instance, they watched less television than
their parents did, and they were more likely to
turn on the computer and simultaneously
interacted in several different windows, talked
on the telephone, listened to music, did
homework, read magazine, and watched
television. The TV became like background
muzak for them. They also loved to customize
and personalize. The need to customize was
extending beyond the digital world to just
about everything they touched. They also
wanted freedom in everything they do, from
freedom of choice to freedom of expression.
Remarkably,
Tapscott
argued
this
generation of young audience was the first
global generation in the world. And this was
mainly due to the Internet and its global reach.
With the rise of the Internet, the distinct
localized characteristics specific to young
people were somehow fading. Although
countries and regions still had unique cultures
and independent features, increasingly young
people around the world were becoming pretty
much alike, in terms of generational attitudes,
norms, and behaviors. And, although the
demographic epicenter of the global generation
of young audience was in Asia, the driving
forces that influenced the generation,
worldwide, came from Western popular
culture exported through the media.
Marc Prensky (2001) shared Tapscott’s
points of view. Prensky also emphasized the
impacts of technologies on young audience’s
lifestyle. He believed that usage of new media
had become a characteristic of the young,
through
which
changes
in
their
communication,
social
integration,
creativeness and study were predicted.
On the other hand, Carmel McNaught,
Paul Lam and Annisa Ho (2009) argued that
57
there were not simply homogenous
characteristics among young persons. They
had actually distinctions in several aspects
such as in utilizing technologies and new
media [9]. Gregor Kennedy (2008) confirmed
the findings [10]. Meanwhile,
Rolf
Schulmeister (2008) suggested the existence of
sub-groups among European students,
especially in terms of ways of using digital
media [11]. In addition, Chris Jones and Anesa
Hosein (2010) believed that the impacts of the
media on young people were very complex
which were affected by not only age but also
nationality, gender or affiliation [12,13].
While there have been countless studies
investigating young audience in the world,
there have been a number of studies focusing
on Vietnamese young audience. Some of
reliable studies have been conducted by
Vietnamese Institute of Sociology with
sociological approach for the last decade.
Among these are the study on cases of students
in Hanoi in terms of their mass communication
(1998) and the study on cases of Hai Phong
city’s young audiences with their interacting
with the media (2001) [14].
Besides, some others worth mentioning
here includes a study by Nguyen Thu Giang
(2007) which made comparative analysis
between print - newspapers and online –
newspapers reading patterns of readers in
urban districts of Hanoi [15], or a study by
Phan Thi Diem on the impacts of the Internet
on the social networks of students in An Giang
province. One of the most recently released
reports with reliable findings on Vietnamese
audience is by Kantar Media (2011) which
examined the Internet consumption in four
largest central cities of Vietnam including
Hanoi, Ho Chi Minh, Da Nang and Can Tho
[16]. This project employed face-to-face
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H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
interviews conducted on 1500 15-to-54 yearold persons who were selected by multistage
probability sampling. Some notable outcomes
included continuously increasing percentage of
Internet consumption in the four cities, peaking
at the group aged from 15 to 24 years old; and
the rapidly growing percentage of those who
used social networking sites which increased
by 14 per cents from the previous year’s
figure.
Case-study of Hai Phong city’s young
audience pointed out that 51.1% of
respondents were not using the Internet as a
source of information (2001) while a decade
later, Kantar Media’s study conducted in four
cities revealed a totally different landscape of
91% of respondents aged 15-19 years old using
the Internet. Figures demonstrate major
changes in patterns of behaviors and attitudes
of young audience to the media, under the
crucial influence of the vigorous development
of the Internet in urban areas of Vietnam
during the past ten years. This research on
cases of students in two high schools of urban
Hanoi disclosed some details about the
changes and some explanation as well.
Table 2: Frequency of using the Internet
Almost every day
One to several times
per week
One to several times
per month
Total
Hours per day
Yes
No
Total
Valid Percent
(%)
96.0
4.0
100.0
14
5.6
252
100.0
Less than 3 hours
From 3 to less than
4 hours
From 4 to less than
5 hours
5 hours or more
Total
Count Valid Percent
(person)
(%)
141
56
55
21.8
26
10.3
30
252
11.9
100.0
Table 4: The most frequent activities
when using the Internet
Count
(person)
Percent
(%)
191
75.8
174
69.0
Read online news
websites
172
68.3
•
Chat
157
62.3
•
Check social
networking sites
127
50.4
•
Play online
games
76
30.2
•
Watch online
movies
61
24.2
•
Send/ read emails
47
18.7
•
Blogging
28
11.1
Activity
• Surf websites
Count
(person)
242
10
252
27.8
Table 3: Amount of time per day
of using the Internet
4. Results
Table 1: Internet ownership
70
The above table shows that all of the
respondents were internet users at the time of
the survey. And a majority of them were using
the Internet almost every day.
No
The following is noticeable data from the
survey. The data is discussed and explained in
the next part, together with what was
withdrawn from the two focus groups.
168
Valid
percent
(%)
66.7
Count
(person)
Frequency
• Listen to online
music
•
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Table 5: The most visited news websites
No
•
•
•
•
•
Website
Kenh14.vn
Vnexpress.net
Dantri.com.vn
Zing.vn
24h.com.vn
Count
137
89
76
63
26
Table 6: Activities done at the same time
with using the Internet
No
•
•
•
•
•
•
•
Activity
Percent
(%)
30.1
23.7
17.4
11.6
8.3
Count
Listen to music
Eat/ drink/ sleep
Watch television
Others
Do homework
Use mobile
phone/telephone
Read
books/newspapers
Total
145
114
84
56
40
22
4.6
21
4.4
482
100
As can be seen from table 4 and table 6,
music (online and offline) is always among the
most favorite by the respondents.
Table 7: Frequency of watching television
Frequency
Almost every day
One to several times
per week
One to several times
per month
Rarely
Total
223
Valid
Percent
(%)
88.5
22
8.7
4
1.6
3
252
1.2
100.0
Count
(person)
Table 8: Amount of time per day
of watching television
Hours per day
Less than 3 hours
From 3 to less than 4
hours
From 4 to less than 5
hours
5 hours or more
Total
115
Valid
Percent
(%)
46.0
74
29.6
31
12.4
30
250
12.0
100.0
Count
(person)
Table 9: The most watched television programs
No
Program
Count
•
•
•
•
•
•
•
•
Soap opera
Music
Game show
Cartoon
News
Other
Education
Sport
Total
174
144
111
87
49
49
29
28
671
Percent
(%)
25.9
21.5
16.5
13.0
7.3
7.3
4.3
4.2
100
Table 10: Frequency of reading newspapers
Frequency
Almost every day
One to several
times per week
One to several
times per month
Rarely
Total
39
Valid
Percent
(%)
15.5
82
32.5
54
21.4
77
252
30.6
100.0
Count
(person)
Table 11: The most read newspapers/ magazines
No
•
•
•
•
•
•
•
•
•
•
•
•
Newspaper/ magazine
Hoa hoc tro
2!
An ninh the gioi
An ninh thu do
Thanh nien
Bong da
Cong an nhan dan
Ha Noi moi
Tien phong
Tap chi truyen hinh
Tuoi Tre Tp. HCM
Tra sua cho tam hon
Count
88
66
47
38
33
29
20
19
18
17
14
14
The two most read newspaper and
magazine (Hoa hoc tro and 2!) were
specialized for high school students while the
next two (An ninh the gioi and An ninh thu do)
were specialized on security news.
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Table 12: Frequency of listening to radio
Count
Valid
(person) Percent (%)
33
13.1
Frequency
Almost every day
One to several
times per week
One to several
times per month
Rarely
Total
29
11.5
56
22.2
134
252
53.2
100.0
Table 13: The most listened radio channels
No
Channel
Count
1
VOV3 (music,
news and
entertainment)
VOV GT
(traffic news)
Others
113
Percent
(%)
59.8
62
32.8
14
7.4
Total
189
100
2
3
Table 14: The most listened radio programs
Program
Music
Traffic news
General news
Others
Total
Count
(person)
116
10
4
2
132
Percent
(%)
87.9
7.6
3.0
1.5
100.0
Table 15: The media as “the first choice” to follow
news about an important event
Medium
Newspaper
Radio
Television
The Internet
Total
Count
(person)
8
2
89
153
252
Valid Percent
(%)
3.2
0.8
35.3
60.7
100
Responding to the question “Please rate
your preference of the media in case you want
to follow news about an important event for
several days”, the respondents made their
priorities of the media (newspaper, radio,
television and the Internet) as the above.
5. Discussion
Considerably high level of Internet and
television consumption among investigated
young audience
High school students under this study in
urban areas of Hanoi had very high demand on
using the global network, with 94.5% of
respondents using the Internet “almost every
day” and “one to several times per week”
(table 2). The percentage of population having
network access at home was 96% (table 1).
And according to other results of the survey,
these people used the network more frequently
than those who did not have. Internet coffee
bars were becoming less and less used as
places for accessing to the Internet by these
students. Besides, mobile phones ranked the
second among the most - used media to access
to the network.
As can be inferred from table 3, 44% of the
respondents spent at least 3 hours per day on
using the Internet which was remarkably high.
Focus groups showed later that students might
even use the network more often during
holidays or school breaks. A majority of
respondents usually multi-task when using the
Internet, including listening to music, watching
television, chatting on the telephone and doing
homework (table 6). The following were the
most frequent activities with the Internet by
respondents (table 4).
• Surf websites
• Listen to online music
• Read online news websites
• Chat
• Check social networking sites
Focus groups revealed that for these
students, almost any website could be a source
of information and news including online
newspapers, news websites, Facebook,
H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
Youtube, Wikipedia and online forums. The
five most popular news websites among these
students were Kenh14.vn, Vnexpress.net,
Dantri.com.vn, Zing.vn and 24h.com.vn. At
the highest ranking was Kenh14.vn (which
means Channel14.vn) (table 5). Among the
most attracting topics were celebrity, music,
technology, fashion, movie and popular
science. Other results from the survey also
showed that celebrity was considered as one of
the most fascinating topics across many other
news
websites
including
Ngoisoi.net,
Vnexpress.net or Zing.vn. In focus groups
participants’ opinion, celebrity could be
singers, actors/ actresses, models, masters of
ceremony (MCs), TV anchors, or just “hot”
boys/ girls who were popular on online forums
and social networking sites. Don Tapscott
(2009) made a comment that the
democratization of content creation gave a
platform to anyone to wanting their 15 minutes
of fame. And there was certainly a celebrity
culture pervasive in all of society, created
primarily through TV reality shows. News on
celebrity was the most demanded among the
young audience though these students did not
consider any of celebrity as “idol”.
Another revelation by the research is that
66.7% of those who answered used the Internet
‘everyday’ and these persons also had the
highest frequency of reading news, chatting
and visiting social networking sites with
68.3%, 62.3% and 50.4% respectively (table
4). Focus groups also revealed that Facebook
was the most popular social networking site
among the participants. Facebook was
preferred over any other social networking
sites (including Twitter, iFace, and Zing),
blogs or any online - forums. Focus groups
explained why social networking sites such as
Facebook attracted numerous young persons.
This was likely due to special applications of
61
Facebook that enabled users to make friends
with thousand strangers, find out old friends,
organize groups of friends based on different
criteria, update friends’ posts, comment and
share with others. The social networking site
of Facebook became the first choice for many
students when looking for information and also
the first choice when sharing news such as the
earthquake in Hanoi in March, 2011. In fact,
Facebook was believed to be the quickest and
most reliable channel for the news of the
earthquake. There were a large number of
statuses by Facebook users describing their
experience through the flash earthquake which
had been rarely observed in Hanoi. News
about the earthquake appeared on Facebook
before on news websites, which hardly
occurred before the era of social media.
On answering the question “When looking
for important information or breaking news,
what do you often do?” all of participants in
focus groups said that they would use Google
search engine and go to websites included in
very first results returned by Google. These
students used Google almost every time they
got on the Internet to search for video clips,
songs and other kinds of information including
technologies, clothes, and accessories or
learning related information. It is obvious that
Google was inducing visits to other websites
with its ranking search results. In a wellknown study project titled “State of the news
media” by Pew Research Center, America
(2011), it was also highlighted in results that in
the digital space, the organization producing
the news increasingly relied on independent
networks to sell their ads. They depended on
aggregators (such as Google) and social
networks (such as Facebook) to bring them a
substantial portion of their audience. And now,
as news consumption has become more
mobile, news companies must follow the rules
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H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
of device makers (such as Apple) and software
developers (Google) to deliver their content.
Focus groups also disclosed attitudes of
participants to sensationalism and plagiarism
which was currently prevalent in many online
news websites of Vietnam. Although all of
them
criticized
this
prevalence
of
sensationalism, they chose to keep on reading
because of the fact that they “would have
nothing to read” otherwise. Accordingly,
sensationalism was considered as a problem of
Vietnamese contemporary media.
At the same time, the result showed
another high level of consumption for
television among the high school students
under investigation. It was indicated in the
result that there was an absolute percentage of
TV ownership at home by all of respondents,
which made television the most popular
medium among these persons.
While 88.5% of those who answered said
that they watched television almost every day,
54% of them spent at least 3 hours per day on
watching television (table 7 & 8). Focus
groups also disclosed that the amount of other
family members’ television consumption could
stimulate habits of watching television. The
students sometimes enjoyed discussing with
their parents on what they got from TV news,
mainly, during dinners.
Recent development of Vietnamese
television had been providing young audience
with variety of programs, out of which soap
opera, music, game show and cartoon were the
most favorite of respondents (table 9). Further
results from the survey also revealed that
YanTV, the first national music channel for the
young in Vietnam which was just established 2
years before, was the most prevalent
entertainment TV channel of respondents.
Meanwhile, VTV2, the oldest national TV
channel for education and science, was ignored
by almost all respondents, which was
remarkable. And it was also recorded that
VTV6, the oldest and first national television
channel specialized on the youth, received
rather modest attention from respondents. The
focus groups showed that it was probably due
to boredom and stereotypes found in a great
deal of programs of the two channels. On the
other hand, a number of respondents listed
foreign TV education channels in survey such
as Discovery Channel and Animal Planet.
Some programs of these channels were among
the favorite, such as Man vs Wild.
Considerably low level of radio and
newspapers consumption among investigated
young audience
On contrary to high level of consumption
for the Internet and television, consumption of
radio and newspaper were much lower.
Up to 53.2% of respondents said that they
rarely listened to radio (table 12). Focus
groups later revealed that among those who
listened to radio, many of them often listened
to radio when travelling by bus or car. The
most favorite radio channels among these
students were VOV Traffic which was
specialized on traffic-related content and
VOV3 which was about music and
entertainment (table 13). Additional data from
survey indicated that XoneFM, a music
program on VOV3, targeted at 16 to 30 yearold listeners, was the most favorite program
among the listeners. XoneFM played a “mixup” of Vietnamese and foreign songs in addition
with themes such as Hot 10@10, Top 40,
Moviexone, My Playlist, Breakfast Show or talk
shows. Radio anchors such as Nguyen Khang,
Lan Trinh, Neo and Ngoc Bao were the most
popular with participants of focus groups. It was
all agreed among these students that the style of
the anchor played a very important role to the
success of a radio program.
Further results from the survey also
showed that 31.3% of the radio listeners did
H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
not really pay attention to what kind of
program they were listening to. They just
listened, no matter what program it was. Focus
groups revealed that many of these students
were “passive” listeners who accidentally
listened to radio on bus, car or at home. Focus
groups also showed that frequency of radio
listening among these students was not stable.
The habit of listening to radio was interrupted
now and then, for example, changing from
“almost every day” to “several times per
week” or “several times per month”, even
“rarely”. This was partly due to changes in
leisure time budget of the audience.
With regard to newspapers, although
69.4% of respondents were newspapers
readers, only 15.5% out of them read
newspapers “almost every day”. Noticeably,
up to nearly 1/3 of the students under
investigation rarely read newspapers (table
10). “Hoa hoc tro” and “2!”, two publications
specialized for students, were the most prevalent
among these students. The others included “An
ninh the gioi” (World Security), “An ninh Thu
do” (Capital Security) and “Thanh nien”
(Youth). Focus groups discussion revealed that
while parents rarely read teenager - targeted
newspapers and magazines, these students easily
found tempted to variety of adult publications
which parents often brought home, especially
security - related newspapers. The availability of
publications at home might be an important
factor in establishing reading habits of young
people.
6. Conclusion
Responding to the first research question,
by and large, high school students investigated
had pretty high level of media consuming, with
their most attention paid to the Internet and
television. As can be inferred from survey
63
results, in general, the respondents consumed
the Internet and television at much higher level
than radio and newspapers. It seems that
leisure time was rather equally allocated to the
Internet and television, which made these
students little available for newspapers and
radio. Night hours were at that present golden
hours for both television and the Internet.
When asked “Please rate your preference
of the media in case you want to follow news
about an important event for several days”, the
respondents made their priorities of the media.
As can be seen from the table 15, the Internet
was the first choice to follow news about an
important event by 60.7% of respondents,
which is nearly twice the percentage that
television got. It seems that the Internet was
the most favorite medium among the high
school students, followed by television at the
second, and newspaper and radio as the least
favorite.
Responding to the second research
question, the way the young audience
interacted with the Internet was far more
complicated than the way they interacted with
the traditional mass media, namely, newspaper
and broadcasting. The main reason lies in the
high ability of interaction of the Internet. Both
the survey and focus groups showed that the
respondents had a habit of multi-tasking with
different media simultaneously such as reading
news on news websites, chatting on Yahoo,
checking Facebook, listening to television.
Thus, watching television was then narrowed
down to listening to television for many
respondents. And many of the audience only
stopped other tasks to listen and watch
television
when
something
interesting
accidently got caught in their ears. And it
seems that these young persons were more
proactive in developing their habit of using the
Internet than viewing television, reading
newspapers or listening to the radio. Besides,
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H.T.T. Hà / VNU Journal of Sociail Sciences and Humanities , Vol. 29, No. 4 (2013) 55-64
the students frequently used the Internet with a
variety of purposes including collecting
information,
communicating,
learning,
purchasing and entertaining. The three most
popular purposes were collecting information,
communicating and entertaining.
Finally, this study might provide suggestions
for further studies on sub-groups within young
audience living in urban areas of Vietnam,
specialized broadcasting channels for young
audience and development of online-television or
online-radio (radio on-demand) which have been
underdeveloped in Vietnam so far.
References
[1] Vietnam Internet Network Information Center,
Ministry of Information of Communications
http://www.thongkeinternet.vn/jsp/thuebao/table
_dt.jsp
[2] John Hartley (2004), Communication, cultural
and media studies: The key concepts, Routledge
[3] Diana G. Oblinger and James L. Oblinger (2005),
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[4] Marc Prensky (2001), Digital natives, Digital
immigrants, part 1.
[5] Marc Prensky (2001), Digital natives, Digital
immigrants: Do they really think differently?,
[6] Don Tapscott (1999), Growing up digital: The
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[7] Marshall McLuhan (1964), Understanding media
- The extensions of man, McGraw Hill, New
York
[8] Don Tapscott (2009), Grown up digital, how the
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[9] Carmel McNaught, Paul Lam and Annisa Ho
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[11] Rolf Schulmeister, Is There a Net Gener in the
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[12] Chris Jones and Anesa Hosein (2010), Profiling
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[13] Anesa Hosein, Ruslan Ramanau and Chris Jones
(2010), Are all net generation students the same?
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[14] Vietnamese Institute of Sociology, Công chúng
thanh niên đô thị và báo chí (nghiên cứu trường
hợp thành phố Hải Phòng) (Young audience in
urban areas with mass media, case-study on Hai
Phong city) (đề tài khoa học cấp Bộ, năm 2001).
[15] Nguyen Thu Giang (2007), Công chúng Hà Nội
với việc đọc báo in và báo điện tử (Hanoian
audiences with their reading print newspapers
and online - newspapers), master thesis
[16] Yahoo! Vietnam và Kantar Media (2011), Net
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2011 - Some prominent points)